What exactly IS an attraction strategy?

Now we know that the role of marketing has shifted from broadcast mode to networking mode. We can see this playing out all around us both in publishing and in other industries. 

The way we communicate with customers and prospects is now more interactive and multidimensional.

Marketing has shifted from interruption mode (broadcast) to invitational (attraction).

But what does this mean to K-12 marketers in a practical way?


No matter what we call it, this new way to market products and services is about providing value and earning customer loyalty.

To be successful with this strategy, companies need to have engaged audiences. To grow your audience, you have to deliver value with superior content that helps them solve problems.

We will be talking about this over the coming weeks, but to give you something to think about, here is a list of opportunities to communicate with your audience – customers, prospects, and fans:

  • How-to articles
  • Newsletters
  • Case studies
  • News stories
  • Blog
  • Social media
  • Webinars
  • Podcasts
  • Reports based on survey data
  • White papers
  • eBooks
  • Professional learning communities

For more on this:

Interruption v Invitation Marketing for K-12 Publishers

A New Conversation


Are you plugged in to your customers’ conversations?

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